Archive for the ‘omniture’ tag
Why Adobe bought Omniture? Making sense where it seems to be none
Hello and sorry for this long long pause on the blog…
I have several post drafts but nothing so scooping as Adobe’s acquisition of Omniture.
You probably have read all about the deal on several financial, technology and web analytic blogs and sites (Forrester, WADemystified)
Yet I would still like to share with you 3 thoughts:
1) This past January WPP investes $25 million on Omniture at $8.76 per share, yesterday Adobe commenced a tender offer to acquire all of the outstanding common stock of Omniture for $21.50 per share in cash. Bravo for WPP that bought cheap and would sell at a nice price!
2) 2 weeks ago Adobe acquired a Business Content Management provider/company (BusinessCatalyst). On their website we can find the following product offer:
Build and manage their website
Write a blog and build a forum
Run an online shop and accept payments
Create email marketing campaigns
Build a customer database
Analyze and improve results
Can you see synergy with Omniture product suite? So, within the next 12 months I can see Adobe empowering BusinessCatalyst with FLASH/FLEX/AIR technologies and Omniture suite and reaching their clientes and partners with a SaaS offer.
3) Quite a long shot, but Adobe tried out the ads business with their Ads for pdf initiative. Their beta test program with selected publishers ended this past march. I have no news about the outcome of this experiment. But in case Adobe still is considering some kind of adnetwork/adserving related business I can certainly see some advantages on having privileged access to Omniture’s product suite.
What do you think?